THE COMMONWEALTH OF MASSACHUSETTS EXECUTIVE OFFICE FOR ADMINISTRATION AND FINANCE
HUMAN RESOURCES DIVISION
ONE ASHBURTON PLACE, BOSTON, MA 02108
DEVAL L. PATRICK Governor TIMOTHY P. MURRAY Lieutenant Governor LESLIE A. KIRWAN Secretary PAUL DIETL Chief Human Resources Officer
TO: FROM: DATE: RE:
Secretariat HR Council and Human Resources Directors Paul Dietl, Chief Human Resources Officer September 7, 2007 Marketing the SERV program
I am writing to follow-up on the implementation memo I issued on June 25, 2007 on the SERV volunteer program. The Human Resources Division is working to partner with both the Governor’s Office of Public Liaison and Executive Branch agencies on an ongoing basis to effectively communicate the SERV program and maximize participation whenever operationally feasible. A SERV task force comprised of agency human resource representatives has been meeting on a regular basis to discuss policy issues and review nonprofit requests to be included on the “approved” list. The group has also brainstormed on different educational and marketing strategies. I am asking that you support the Governor’s SERV Initiative by considering implementing the following marketing options: Encourage employees to attend a Regional Volunteer Expo if they work outside the Boston area. The next Expo is on Tuesday from September 18 from 3-7pm at Bridgewater State College. A flyer with more details is forthcoming. Additional regional expos in western and central MA as well as North of Boston are being planned for the next 12 months. All agency heads are encouraged to send an email or memo to all staff indicating their support of the program Active volunteering from agency heads, senior staff, and human resources staff (even one-time opportunities) sends a strong message to employees that volunteering is encouraged. Agency human resources staff are encouraged to think creatively about ways to implement SERV in their agency, even if it is on a small scale basis to start. Group volunteering (maybe 2-4 employees) even for one-time volunteer events helps teambuilding and may encourage those who are reluctant to volunteer for their first time by themselves. Agency human resource staff should build SERV into new employee orientation process; HRD will be updating the online New Employee Orientation Guide to add the SERV program.
Agencies are encouraged to periodically include a brief description of the SERV program and a statement of support in senior staff meetings and all staff meetings. Agency human resource staff can distribute the new SERV marketing brochure to all staff when other documents are being distributed to all staff such as when pay advices are distributed or when there is a GIC or EILB open enrollment correspondence. Agency human resource staff should include SERV in their employee newsletters. Agency chief information officers may add links on agency Intranet and Internet sites to the SERV site www.mass.gov/serv HRD will work with OSC to ensure there are periodic paycheck messages about the SERV program. HRD and the Governor’s Office of Public Liaison are available to do onsite SERV briefings at agencies across the state upon request.
I am attaching a copy of the statewide SERV marketing plan that is currently being implemented by HRD. In addition, HRD will begin doing quarterly reports on SERV program participation that will be shared with the Governor’s Office. If you have other ideas on effectively implementing the SERV program, or want to share your SERV success stories with us please send an email to: Natalie.wadzinski@massmail.state.ma.us.
Statewide SERV Marketing Plan
Program Kickoff - July 2007 – Governor’s Volunteer Expo – State House Boston HRD Marketing materials Tri-fold color SERV brochure – to be posted on internet September 2007 - illustrates 4 easy steps to becoming a volunteer Video presentation – DOR has developed a video presentation regarding the SERV program for its agency’s employees; the presentation has been shared with HRD and may possibly be tailored to the state agency workforce. PACE - explore the possibility of utilizing PACE as a resource to learn about SERV HRD Website Enhancements – beginning August 2007 Friendly URL- www.mass.gov/SERV -employees may now access all SERV information by utilizing an easy to remember url. Improved Navigation and Layout - in collaboration with the Brad Blake, Director of Interactive Media (Governor’s Office) Links to related sites -both the Governor’s webpage on volunteer expo and HRD’s SERV web pages are linked with each other. The Governor’s webpage is at: http://www.mass.gov/?pageID=gov3terminal&L=2&L0=Home&L1=Civic+Enga gement&sid=Agov3&b=terminalcontent&f=volunteer_expo&csid=Agov3 6 Regional Volunteer Expos – beginning in September 2007 through April 2008 -working in collaboration with the Governor’s Office of the Public Liaison Bridgewater – September 18, 2007 Springfield – November 2007 Pittsfield – TBD Central MA – TBD North Shore – TBD Cape and Islands - TBD SERV HR Director Briefings – 5 sessions being offered: August 28th, September 4th, September 6th (2 sessions), September 7th -the purpose of these informational sessions is to brief agency HR Directors and agency SERV coordinators on the expansion of the employee volunteer program to include 4
components: Mentoring, School Volunteer, Foster Care and Community Services Leave; and the guidelines set forth for the program. Individual Agency/Secretariat Briefings – as requested beginning in September 2007 -at the request of individual Secretariats, HRD will be conducting individual agency/secretariat briefings to managers/supervisors interested in promoting SERV and/or briefings to their employees on the program components and benefits. SERV Employee Orientation Sessions – beginning in Fall 2007 -the purpose of these sessions is to inform eligible/prospective volunteers of the rules and guidelines of the SERV program; including selecting an eligible organizations, appropriate activities and associated approvals and sign-offs.